Credentialing: Building Confidence and Trust

As a prospective patient, why should I choose your practice?

Equipping your team to confidently answer this question using credentialing may be one of the most important tools you can provide to ensure a steady stream of inquiry conversions. If done well through the phone and at all touchpoints on the patient journey, credentialing can help gain loyalty and earn lifetime value patients for your practice.

Credentialing Keys

Credentialing can be defined as providing credit or confidence. The goal is to differentiate, build trust, and provide assurance at each patient touchpoint. It ultimately provides consumers with the necessary reassurance that they are making the right decision in choosing to do business with you.

The key to credentialing is building messages around the three P’s: Practice, Provider(s), and Procedure/product offerings. Consider the following:

Practice background and strength:

• How many years have you been in business?
• What is unique about your practice?

Provider expertise and training:

• Is he or she board certified?
• How many years has he or she been in practice?
• What is unique about your provider(s)?

Procedure/product use and satisfaction:

• How long has the procedure been approved, or how long has the product been on the market?
• How many patients have had the procedure, and what is their level of satisfaction?
• What is unique about your approach to performing the procedure or recommending the product?

Incorporating Your Credentialing Message

Once you have your credentialing statements, how do you effectively answer the questions of prospective patients and include relevant credentialing messaging? The key is using the phrase “in fact.” This can be a powerful and effective transition into a reassuring credentialing statement. For example:

• Do you perform this procedure? “Yes, we do. In fact, we treat more than 100 patients with this procedure every month and have perfected our technique to ensure optimal outcomes.”
• Do you offer this filler treatment? “Yes, we do. In fact, our office practitioners are highly trained in facial anatomy. This translates into beautiful results uniquely catered to your desired outcome.”
• Are patients happy with treatment results? “Yes, they are. In fact, I got that treatment done last week in our practice and love the results. I wish I hadn’t waited so long!” (A personal testimonial is one of the most impactful credentialing statements a team member can provide. Patients want to connect with others who have had the treatment.)

Credentialing Touchpoints

Credentialing should start early in the patient journey and continue throughout the entire encounter. Follow the ABC rule: Always Be Credentialing. Practices can credential at these touchpoints: social media/website, phone, check-in, patient care coordinator consultation, treatment room discussion with provider, skincare concierge interaction, check-out, and follow-up.

Digital communication. Ensure your website and social channels reflect your practice brand, including mission, culture, patient experience, and services provided. This is the first opportunity to present your message of differentiation. It is usually the first touchpoint that influences the patient’s decision to continue researching your practice or rule you out and move on to the next practice. Capture the attention of prospective patients with this possible website message:

• “At (practice name), our patients know that integrity, honesty, and exceeding expectations are the foundation of our practice. We deliver a full service of offerings, including (list key treatments and procedures). Our team of skilled medical aesthetic professionals are committed to delivering results through customized treatment plans to achieve each patient’s specific goal, and we welcome the opportunity to work with you in achieving yours as well.”

Telephone. A phone call is typically the prospective patient’s first live interaction with the practice. It’s here where the practice can build a personal connection, provide the “why us,” and confirm he or she has called the right place. By offering that reassurance (see example messaging below), the practice may achieve the desired call to action—booking an appointment.

• “Yes, we do offer that procedure! In fact, our office has built a reputation on optimal results through our qualified injectors, and because of that, we are top provider for this procedure in the country. Are you a current patient, or do we have the pleasure of you being new to our office?”

Check-in. The check-in experience sets the tone for the patient’s appointment and overall journey with you. Welcoming each patient into the practice is the starting point for building confidence in the practice, provider, and procedure. It’s your opportunity to set expectations for the patient journey. This can be done by using a statement such as:

• “Thank you for choosing our practice. We’re excited to have you as a patient. Let’s get you checked in so Jennifer, Dr. Smith’s nurse for over 10 years, can escort you to the treatment room and share more about what to expect during your visit with us today. How does that sound?”

Rooming the patient. It’s at this moment staff can turn any lingering patient anxiety into excitement, credential the provider and consultation process, and continue to build trust while further elaborating on expectations for next steps. The following script touches on those talking points:

• “This part of my job is always so enjoyable for me; escorting patients to their treatment rooms. I’ve been with the practice for five years and find that whether patients are new or loyal clients, there’s always a mix of excitement and anticipation as we head back to meet the provider. I’ll share more about what you can expect once we get you settled, but while we’re walking, how did you hear about us?”

Consultation with the patient care coordinator. Before the provider enters the room, the patient care coordinator has an opportunity to build patient confidence by educating and addressing any concerns. The coordinator may say:

• “Talking with you and identifying a treatment plan to accomplish your goals is one of Dr. Smith’s best attributes. I’m going to tell you about the process, get some information from you to help Dr. Smith customize the consult to your needs, and then Dr. Smith will come in to present your customized treatment options based on your goals.”

Treatment room discussion with provider. This is when the provider can establish trust with the patient. It’s the time to be open and honest to increase the likelihood of the patient openly discussing his or her concerns and build confidence in the provider’s ability to deliver. The provider may say:

• “In my 10 years as a provider, I’ve had amazing results with our treatments for this concern. It’s also one of my favorites because patients fall in love with their results.”

Interaction with the cosmetic concierge. This person has an opportunity to further build and reinforce trust and confidence. S/he serves an open line of communication for patients, educates on next steps, and builds trust for return visits and future procedures and products. The cosmetic concierge could say:

• “I have the best job in the practice! I get to speak with you about your experience in our office and arrange for next steps. I see that your consultation was for (procedure/product), and our protocol for your next treatment is __.”

Check-out. Use the end of the appointment to confirm the patient’s experience was optimal and build on the trust from the consult/procedure. Introducing a follow-up appointment here also helps ensure exceptional patient care:

• “We’re so happy that you chose us for your treatment today! Dr. Smith would like to see you again in three months for your next treatment. It’s important to us that we accommodate your schedule, so let’s get your next appointment booked now. Does (day) in the (morning or afternoon) generally work best with your schedule?”

Follow-up. Ongoing engagement provides the opportunity to credential additional services and build on established trust in an effort to gain a lifetime patient. Inspire future visits through follow-up phone, email, or text messaging such as:

• “Your satisfaction with your experience and outcome is our priority. As you think of other questions you may have from your consult, please reach out, as we are excited about the opportunity to be your practice of choice on your journey to achieving your goals.”

Setting and Meeting Expectations

Credentialing at each patient touchpoint can help set the practice apart, build patient confidence, and establish trust with patients. It does this by creating a value expectation of what customers can anticipate from your practice, providers, and procedures/products.